As Americans struggle with the the price of gas and groceries, Starbucks CEO Brian Niccol made the case for a $9 cup of coffee.

Niccol said. “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you’re splurging. And then, what that means is we have to make it worthwhile, right?”